The Response

THE RESPONSE

To create that visceral connection we had to find a new way to surprise as the emotional point of entry. We turned the audience’s expectations against them, weaponizing time and taking away the one thing they wanted to do: watch it again.

We knew when we sent out the first visions and revealed that they were ephemeral that people would be angry. But it was the best kind of anger. They were frustrated that they were being manipulated, but then wanted us to turn around and do it again. By leaving them wanting more all the time we were able to take a typically negative reaction and turn it into a positive.

The lack of permanence combined with an erratic distribution model created a level of frenetic expectancy and then urgency to experience them before they were gone. We created the response of stunt marketing without the audience knowing when an event would occur.

The natural response is to talk about what you just experienced to preserve it, since you can’t experience it again.

Measurement

1.375 MILLION VISITS TO THREEEYEDRAVEN.COM.

72,000 NEW GAME OF THRONES TWITTER FOLLOWERS.

11,096,413 VIEWS OF VISIONS ON SOCIAL MEDIA/YOUTUBE.

46,948,082 TOTAL IMPRESSIONS.

PSYCHOGRAPHICS

By setting out with the intent to make push our fans outside of their comfort zone (and honestly to feel a little violated) it was important to us to be able to measure psychographics more along with traditional analytics. New experiences, need new measurements. We invented new KPIs to help us measure the emotional impact.

A key metric of success is altering a participant’s behavior. We were able to see this take shape as people learned how to interact with the visions. Once they learned the rules of engagement, we saw error rates decrease and participants engage with the content with more immediacy.

Peaks and consistency

Social blooms of roughly 48 hours occurred with each vision release, however beyond that we saw a sustained engagement as people captured the experience of receiving their visions and then published that out consistently over the lifecycle of the experience. Fans also started mimicking the emotional tone of how the content was received by sharing it with immediacy and by any means of capture possible.